Welcome to the latest BriefingsDirect SOA Insights Edition, Vol. 17, a weekly discussion and dissection of Services Oriented Architecture (SOA)-related news and events, with a panel of IT analysts. In this episode, recorded April 27, 2007, our experts examine the importance and implications of the semantic web (sometimes called Web 3.0), what Adobe's open source moves around Flex mean, and how UDDI is becoming more about politics than policy. Please join noted IT industry analysts Joe McKendrick, Jim Kobielus, Dave Linthicum and Todd Biske for our discussion, hosted and moderated by Dana Gardner. Read a full transcript of the podcast at http://briefingsdirect.blogspot.com/2007/07/17-briefingsdirect-soa-insights.html.

In my work covering enterprise application development and deployment strategies, I often also find myself witnessing a sea-change in how software companies and providers market their values. Software has always been a challenge to market, and many of the most innovative thinking in online marketing has come from the software industry. Creating and distributing good content is essential to getting the word out about any product or service these days. I recently had a podcast conversation with Sam Whitmore, editor and proprietor of Sam Whitmore's Media Survey, in which we discuss the burgeoning role of RSS, community, conversations, and search. Together we wonder whether the "public relations" commnity will soon gain a new cohort, the "search relations" person. Want media coverage? Get good search results first and foremost. Search is the new media. Listen here to the podcast or read a full transcript of the discussion at http://briefingsdirect.blogspot.com/2007/07/content-becomes-king-once-more-this.html.

As the use of mashups sweeps the IT industry, the concept of converging Web services has expanded to a deeper role. Why not extend SOA itself by embracing more integration services that help vendors, ISVs, and service providers bring more elements of business processes together, too? The budding notion of integration-as-a-service allows enterprise business leaders to "shop around" for their services, regardless of hosting, and opens up the prospect for a thriving new ecology of services and integration models. The advancement to SOA for many companies may well be accelerated by more choices on means of connection. Join Annrai O'Toole, CEO of Cape Clear Software, and Dana Gardner, principal analyst at Interarbor Solutions, for an eye-opening discussion on how early adopters are outsourcing integration, and what the future may hold. Read a full transcript of the discussion at http://briefingsdirect.blogspot.com/2007/07/transcript-of-briefingsdirect-podcast.html. Sponsor: Cape Clear Software.